More Related Content Similar to Insites on Conversation Design (20) More from Dominique Poncin (11) Insites on Conversation Design4. Measuring conversations
Diary method
Sample profile
N = 799
Belgian population between 15 and 54
Field period
31/03/2008 until 13/04/2008
Active follow-up of participation
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5. I changed
Others changed
Everybody changed
Nobody changed
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32% change 5
8. Observe Facilitate Join
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9. KPI’s in a
strategic
framework
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10. Conversation KPI’s
Strategic framework (Category)
60%
high
50%
Computers & laptops
mp3-players
40%
Change
Cell phones Gameconsoles
Sports clothing & shoes
Liquors
30%
Sodas Magazines
Cars Games
Radio channels
Portable gameconsoles
20%
low
10%
-10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40%
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--- Tone +++
TONE = Positive – (Mixed/2 + Negative) 10
11. Conversation KPI’s
Strategic framework
high
BASHING SERENADE
Change
BARKING BONDING
low
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--- Tone +++
11
12. Observe Facilitate Join
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15. Conversation KPI’s
Strategic framework
high
Change
low
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--- Tone +++
15
16. tone
responsible
position
secondary
gift of Gab
knowledge
level & engagement
tree towards change
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17. Conversation KPI’s
Conversation level & engagement
I did it! Somebody asked! Others did it!
EVANGELIST KEYNOTE WATCHDOG
CREATING
SHARE RESPOND JOIN
SPREADING
PROBE LISTEN EAVESDROP
RECEIVING
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18. Conversation roadmap
Buzz type
% Desired change
61%
50%
33% 33%
18% 18% 17%
12% 7%
Key note Evangelist Ask Listen
Eavesdrop Eavesdrop
Listen Respond Share Join Watchdog
Advocate
Frequency
16%
12%
8% 9%
6% 6%
3% 4%
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Key note Evangelist Ask Eavesdrop Listen Respond Share Join Advocate
18
19. towards a
new objective
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21. Conversation roadmap
Authority
I did it! Somebody asked! Others did it!
EVANGELIST KEYNOTE WATCHDOG
75%
63%
45% 45% insufficient observations
37% 37%
CREATING
SHARE RESPOND JOIN
11% 12% 33%
8% 3%
SPREADING 22% 4% 3% 23%
ASK LISTEN EAVESDROP
44%
25% 25% 27% 10% 27% 10%
RECEIVING 18% 18%
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% desired change / less – equal – more knowledge 21
23. Contact details
Dennis Claus
Senior Research Consultant
Dennis.claus@insites.eu
Tel. +32 9 269.15.02
Mobile +32 477 60.17.90
InSites Consulting
Evergemsesteenweg 195
B-9032 Gent
Belgium
Tel. +32 9 269.15.00
Fax. +32 9 269.16.00
info@insites.eu
www.insites.eu
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